I recently came across a piece of software run by a former pro footballer who has his UEFA coaching badge. Already he is supplying his sports data to a Belgian and Canadian TV Network, has covered the Euros and provides ingame analysis for Standard Liege. The software provides a huge amount of insight into the game, comes with a deep knowledge of the game from a coaches perspective and has much commercial potential. The question is what commercial potential exactly?

I was thinking that it could be useful for sportsbooks for in game betting and push to web service. What makes this setup different from say Opta, is that rather than providing pure numbers (yellow cards, passes forward, headers, heat maps, etc.) the info is presented in a way that shows clear patterns of play in games based on team style, how they score their goals, manager's philosophy and much more. It is possible to get a clear vision of the game very quickly and how confrontations between teams will play out.

For instance, you can narrow down periods during a game when a team will score very accurately, the types of goals teams concede and score, the strategies teams will use, and again much more.

My questions are - how much of this data would be relevant to a sportsbook and what added value would it bring to a sportsbook company? Any insights from those of you working with sportsbooks would be very interesting and most appreciated.

Thanks